You created good software. You know it can really help other businesses. After launching it, you have tried promoting it but nothing. Your marketing agency or team tells you that they can see traffic on the website but no enquiries.
I know this feeling because I’ve dealt with a few SaaS founders in the same position, and most of the time their software was actually good but things just didn’t take off.
There are many reasons why your B2B SaaS website gets traffic but no enquiries. These are the most common ones in my experience. Let’s get into it.
Common Reasons Your B2B SaaS Website Gets Traffic but No Leads
Unclear Positioning
This is one of the most common, because marketing strategy and positioning are often neglected by businesses, and B2B SaaS businesses are no exception.
If this is the case your website doesn’t say who the software is for and who it’s not for. It may be trying to appeal to many industries at once, which means nobody in any of them feels really addressed. The visitor can’t tell in ten seconds whether it’s for them or not, and there’s no clear reason to choose you over a cheaper, simpler alternative.
Unclear Website Messaging
Weak positioning leads to weak messaging. Weak messaging explains what the product is rather than what problem it solves.
What I’ve found is that, in many B2B SaaS businesses, there is a person, perhaps one of the co-founders, who is more technically minded. This person creates the website pages, maybe using an AI platform plus a couple of prompts, and the company feels that its messaging has been taken care of.
This is the classic scenario where not only is a non-marketing person creating the digital face of the business, but, more importantly, a technical person is writing for prospects who are not necessarily technical people!
What you end up with is a website that is packed with feature lists and capabilities and nothing that describes the painful situation the buyer recognises themselves in.
Not Enough Social Proof
On the website, there is no case studies section where prospects can see how you have solved problems similar to theirs for other people. Your website may not have any client names or logos, and there are no numbers behind the claims you make.
Prospects evaluating suppliers may lose confidence in you because you can’t demonstrate that you have solved problems for similar businesses in the past. If you can’t disclose your clients’ names in public case studies, read this guide, it may help.
Booking a Demo Is the Only Call-To-Action Option
If your B2B SaaS website is getting traffic but not leads it may also be that you’re only advertising your core offer.
Booking a demo is a high commitment ask, while generally most of your web traffic, especially if it’s cold traffic, won’t be ready to have a sales conversation soon.
Someone at this stage, has no smaller step available, so they leave and you never know they were there, because you haven’t created a system to capture their contact details.
The Traffic is Wrong Rather than The Website
This is different from the rest and when it happens, your website might be fine. The problem is who is arriving.
In the past I have worked with a B2B SaaS company operating in heavily regulated industries. When we started our engagement I found out that their previous marketing agency was running ads on Instagram only, while their audience were directors and senior compliance manger. The ads were not yielding results because most of the people seeing them were youngsters checking the latest reggaeton and dance trends!
Why Checking These Elements of Your Marketing Matters
There might be other reasons why your B2B SaaS website doesn’t convert traffic into enquiries, but I have found these to be very common. As I always say, you need to have a solid B2B marketing strategy before starting any marketing at all, so you can address all these from the get go. If you don’t, you will very likely waste time and money.
If you want to find out why your website is not converting, request a complimentary SaaS lead generation audit. You will receive a practical summary that will highlight steps you can take to start converting more.
